Salesman's son dropped out of college, took to road selling plush toys. Started line of stuffed animals 1986. Beanie Babies ruled lunch-box set for years; created buying mania by limiting production runs. Estimated $485 million sales down sharply as popularity of bean-filled cuties wanes. Plowed profits into real estate; owns country club in Santa Barbara, office parks in Chicago. Press-shy. Recently built world's most expensive hotel room at New York's Four Seasons Hotel: 4,300-square-foot suite has onyx walls and heart-stopping views of Manhattan skyline. One night's stay: $30,000.

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